I almost called this ‘giving a damn’ … but … this is about the relationship between nervousness and giving a shit about something.

Here is the basic equation <logic flow>:

==

– Giving a damn means you are thinking about something <because you can’t give a damn about something you aren’t thinking about>.

—

– Thinking is good <especially if it is on something you give a damn about>.

–

– Being nervous CAN be good <but pretty much all of us get nervous when we give a damn about something>.

==

Bottom line on being nervous and nervousness.

All are aspects of giving a shit.

All of which are also aspects of worrying.

Yup.

Worrying.

Worrying about being good enough or ‘having enough’ or just ‘doing as well as I can.’

Ok.

Here is a Life truth <beyond the fact everyone gets nervous>.

Despite what you may think about yourself … and despite the fact you worry …the truth is, more often than not, you do a lot of ‘right’ <right things, right decisions and right thoughts>.

And despite that Life truth … we do a lot of navel-gazing <and worrying> when it comes to thinking and ‘having enough’ when it matters.

Oh. About that ‘what matters’ and when we get nervous about having enough thought.

To me … it often feels like we’re having too many conversations about things that don’t matter and not enough about things that do. This translates into getting nervous, if not even investing energy, towards a lot of things that just do not matter.

We have gobs of incredibly smart, resourceful, creative thinking people in today’s world and, frankly, I wish we would spend more of our precious attention, energy, and ideation skills solving meaningful things that mattered.

In addition.

I also wish more people accepted they had ‘enough’ to deal with all the shit that matters.

This also means we just need to accept that being nervous is just part of the gig.

Anyway.

Let me share two aspects of nervous and giving a shit.

First.

Nervousness is just a reflection of the fact you recognize that there is something to lose when you care.

Now.

This isn’t ‘caring about losing’ but more about ‘losing if I care.’

Some people have this equation out of whack in that they simply believe losing any time is bad. It is out of whack because simplistically … we care about some things more than others. The winning or losing isn’t, and shouldn’t be, tied to the outcome but rather the ‘level of caring.’

==

“The more you care, the more you have to lose.”

—

Harry Potter

==

In my mind your nervousness should be used more often as a platform for discussion or thinking or even level of caring.

But, please, … please … don’t make nervousness based on some fear of doing the ‘wrong things.’

Just figure out what you care about.

Accept the fact that if you care that the outcome matters more.

And accept that if it matters more you will be nervous.

<this equation is quite effective in deductive thinking about yourself and things about yourself>

Second.

Nervousness and anger.

Beyond being tied to caring or level of caring … nervousness is absolutely tied to anger.

==

“My anger at the world coils inside of me.

It’s a directionless seething, there’s no name or face to aim at.”

—

The Sky So Heavy by Claire Zorn

==

Nervousness always has a direction.

That is why I get aggravated when someone says ‘I just don’t know why I’m nervous.’

Well.

Being nervous always contains an aspect of some … well … anger. You get angry that a world demands so much of you … and you get nervous that you cannot <or may not> meet what the world demands.

This doesn’t mean that you are not capable nor does it mean that in some form or fashion you do not enjoy rising to the occasion. What it means is that you get a little angry just being put in the position <that makes you nervous>.
Just think of it this way … your anger coils inside you and comes out externally as nervousness.

But … you know what?

Some anger is quite productive.

Some anger motivates you to action and stepping up rather than stepping back <or not stepping at all>.

But this also means that some anger translates into being nervous.

Anyway.

I am fairly sure everyone gets nervous about things <in general>.

But I am absolutely positive everyone gets nervous about the things that matter to them.

I imagine I wrote this because people just don’t like being nervous.

They don’t like the feeling.

And my fear is that maybe in avoiding being nervous … maybe they avoid things that matter.

Look.

Accept the burden of nervousness.

You have to.

If you don’t … then most of the things you do will … well … not matter.

Everybody needs that crazy, out-there idea that allows them to ACTUALLY start doing something they love, doing something that matters.

Everybody needs an EVIL PLAN that gets them the hell out of the Rat Race, away from lousy bosses, away from boring, dead-end jobs that they hate.

Life is short.”

==

Hugh McLeod

——

So.

I just reread up Hugh MacLeod’s 100 page book called Evil Plans: Having fun on the Road to Domination.

Fantastically written short business book I recommend to everyone <it is kind of like the Top Models Decision Book … chapters one or two pages long … concise points>.

I mostly recommend this book because I think everyone SHOULD have an Evil Plan.

To be clear with regard to everyone having one of these evil plans. Some people will actually try an implement it. And some people will just have it in a drawer somewhere thinking maybe someday I may do it and maybe some people just like knowing they have an Evil Plan regardless of where it is gathering dust. That’s what dreams are all about.

You don’t really have to follow your dreams all the time sometimes it is just nice, really nice, to have a dream. A “what if” as it were.

I’ve softened my stance on this over the years. I used to be a “if you have a dream and don’t pursue it in some way you are cheating yourself.” I recognize now that I am an Evil Plan developer and implementer. Therefore … I may have had a skewed perspective. Ok. I did have a skewed perspective.

As time has passed … and as Hugh points out in his book … it can be a consuming thing. Consuming is a great word because it is a nice way to suggest that there are tradeoffs.

I would suggest that there are a shitload of very happy people with Evil Plans in a drawer somewhere just sitting there gathering dust. Happy people living Life as it is.

Just as there are a shitload of happy people out there consumed pursuing their Evil Plan. Happy people living Life as it is.

Regardless.

Everyone should have an Evil Plan.

As for businesses?

No debate. An Evil Plan is a mandatory.

—

HUGH:

Here’s the point. Whatever you are selling isn’t merely a product or service. It’s also a product of a belief system – your own belief system. And understanding your belief system is crucial to building your Evil Plan.

It’s not what you make; it’s what you believe in. That’s what people respond to.

That is where your enterprise lives or dies.

So.Go believe in something. It really works. Trust me.

—

And the idea of an Evil Plan is not a flippant aimless idea. It has purpose … or maybe it’s an objective – WORLD DOMINATION.

—

Hugh:

Everyone lives in their own little world. The planet is just too damn big for one person to take it all in. So every human being seeks out their own little microcosm. Whether we’re talking about Wall Street, the coffee shops of bohemian Chicago, the ranches of West Texas or the San Francisco advertising agency scene, we find these worlds that suit us (sometimes they find us too), and we pitch our tents there. These worlds are the ones we want to dominate.

We all know where and what they are….

You don’t really aim to “dominate” the world you live in, of course. The most you can hope for is to live in harmony with it. You like it, it likes you back. Things just work. Things just click. And when your Evil Plan is going full steam, this is how it all feels.

—

But maybe, just maybe, the real thought behind a well thought out smart insightful Evil Plan is not so harebrained because … well … the market for something to believe in is infinite.

I have written far too many times in the past that, in business, we are dealers of Hope. Hope for something better. Hope to be better. Hope for better than I am and what I have today.

Hope has an infinite value.

Hugh’s version of this is the fact that people will line up for the chance to be involved in something to believe in. It can be a product, a service, a brand, a purpose … or all of the above.

Ah. Shit.

Rather than preach some personal philosophical bullshit I will simply share what Hugh calls The HughTrain Manifesto:

===

THE HUGHTRAIN MANIFESTO:

“THE MARKET FOR SOMETHING TO BELIEVE IN IS INFINITE.”

—

We are here to find meaning. We are here to help other people do the same.

Everything else is secondary.

We humans want to believe in our own species. And we want people, companies and products in our lives that make it easier to do so.

Think less about what your product does, and think more about human potential.

What statement about humanity does your product make?

The bigger the statement, the bigger the idea, the bigger your brand will become.

It’s no longer just enough for people to believe that your product does what it says on the label. They want to believe in you and what you do. And they’ll go elsewhere if they don’t.

It’s not enough for the customer to love your product. They have to love your process as well.

People are not just getting more demanding as consumers, they are getting more demanding as spiritual entities. Branding is a spiritual exercise.

Either get with the program or hire a consultant in Extinction Management. No vision, no business. Your life from now on pivots squarely on your vision of human potential.

The primary job of an advertiser is not to communicate benefit, but to communicate conviction.

Benefit is secondary. Benefit is a product of conviction, not vice versa.

Whatever you manufacture, somebody can make it better, faster and cheaper than you.

You do not own the molecules. They are stardust. They belong to God. What you do own is your soul. Nobody can take that away from you. And it is your soul that informs the brand.

It is your soul, and the purpose and beliefs that embodies, that people will buy into.

Why is your Evil Plan great? Why does your Evil Plan matter? Seriously. If you don’t know, then nobody else can- no advertiser, no buyer, and certainly no customer.

It’s not about merit. It’s about faith. Belief. Conviction. Courage.

It’s about why you’re on this planet. To make a dent in the universe.

I don’t want to know why your brand is good, or very good, or even great. I want to know why your brand is totally frickin’ amazing.

Once you tell me, I can tell the world.

And then they will know.

=====

I do believe people need a plan. I don’t really care if it is an Evil Plan <albeit I think it would be cool for everyone to have one>.

Anyway. Pick up his book Evil Plans. It is a simple read and yet addresses some non-simple personal things – ambition, fears, aspirations, hopes and dreams – and yet talks directly to being trapped in a dead-end job, how to effectively position ideas and why it’s actually a mandatory to think differently if you want to think creatively <not just as a traditionally defined creative person but just as a thinker>.

Throughout the book, MacLeod includes his artwork/cartoons which are almost worth the price of the book alone. Someone wrote this and I agree … This is not a book filled with nothing but doom and gloom. It is quite the opposite; his words and art inspire, motivate, and will make you laugh.

He is the creator of a great blog, www.gapingvoid.com. He is an artist, entrepreneur, author, among other things. He is creative, forward-thinking, open-minded and smart. You will note since day one of my blog I have had the Hugh MacLeod cartoons on my site.

I say that because even if we do want to pull a ‘crazy Ivan’ <Hunt for Red October reference> or an MTV type change move … the public shoves it up our business ass.

You are kind of damned if you and damned if you don’t.

Here is the thing about success.

Fresh success tastes better than almost anything else that occurs in business.

But.

Success gets stale … really fast. Like maybe even faster than a loaf of bread sitting on your counter.

This means you need to keep success fresh.

This also means you cannot simply replicate what you did for the last success.

Doh.

That sucks, huh?

Now … success is not dependent upon change for change sake … it is dependent on gaining some fresh insight … and changing <or adapting> with those insights.

This makes success … well … a frickin’ burden <as well as a royal pain in the ass>.

Why?

Because you gotta keep moving. And changing. And thinking. And, hopefully, be smart enough to have insights. And not resting on the fact you have had some success.

Think about it.

In the business world one of the saddest things you can hear when meeting someone is when they highlight some success they had … maybe 10 years ago … or maybe 20 years ago.

To be clear … I am sad not because I want to diminish their success <and their ‘moment’> … but rather because that was it.

That was their moment.

Uhm.

But the rest of the world moved on <because present moments trump past moments>.

And now they sit there staring at their stale success … but only see it as the pinnacle of some victory & glory.

Look.

I fully understand that moving on is difficult. Especially if it is success you want to move on from.

Now.

I will also admit.

Writing about this is easy.

Practicing this is really hard.

Fucking hard in fact.

And it gets even harder because we are notorious for being future blind.

Yup.

We are future blind … not just from ignorance but also from success.

Yeah.

Success is not only a lousy teacher but it also pokes your eyes out so you can’t see shit.

You become blind to what could be if you actually moved on … as you gaze at the current success wondering how to breathe some fresh air into what is.

The problem with that ‘what is’ is that you are also blind to the fact that once you have had success … that success is already leaking out the other side. It looks like success but you are actually losing.

You just keep holding on to something that actually is getting smaller and smaller as time creates little leaks.

—

“Success is a lousy teacher.

It seduces smart people into thinking they can’t lose.”

=

Bill Gates

—

I imagine the bigger question is … how do we accept the burden of success … and shed the burden at the same time?

How can we avoid losing even when it looks like success at the moment?

Well.

This may sound odd but the answer resides in us … our character … or let’s say ‘strength of character.’

The ability to stand apart, to stand up, and say “okay … it’s time to move on.’

—

“What sets us apart can sometimes feel like a burden.

And it’s not.

A lot of the time, it’s what makes you great.”

=

Emma Stone

—

–

Your character sets you apart in this case because you figure out how to leave success and seek something more or new and sometimes better.

It may sound silly to bring up strength of character but that is what I think avoiding the burden of success is all about. You gotta have some strength of self and some resilience and some confidence that the moment of success you had … can be found in a different version sometime in the future.

Look.

I know for a fact that success … well … success tastes sweet. The few times I have tasted it I have savored it. Once tasted, you will not only yearn for the taste again … but you will hesitate to put the current glass down.

Moving on from success is hard.

Really hard.

It is not only hard because of its taste … but the fear you may never taste it again.

We have a complicated relationship with success. Combine that with the fact we have a complicated relationship with our sense of ‘self.’

We carry both burdens … and most times … we carry the burden gladly <because the prize tastes so sweet>.

But here is the one relatively uncomplicated truth.

You can set yourself apart by placing success down … and leaving it behind.

That is a different burden to carry but instead of an ‘achievement’ type burden it is a ‘self’ type burden.

And if I had to choose between the two … give me self success, and the burden of leaving it behind, versus some accomplishment burden any day of the week.

“It’s the people who no one imagines anything of, who do the things that no one imagines.”

–

The Imitation Game

==================

“The ability to learn faster than your competitors may be the only sustainable competitive advantage.”

—-

Arie de Geus – Dutch business strategist

====

Well.

One of my business pet peeves is our unhealthy pursuit of unique. Far too often in our relentless charge toward ‘unique’ we reach a dubious destination … if not a completely false ‘original’ stance.

This heinous business tradition almost always begins when some consultant comes in and forces you to sit down and answer the infamous question “so what makes you unique?”

Oh … how I get tired of this unique or ‘how are you different?’ discussion.

If you have been there, you have seen these conversations go round and round dancing on the head of a pin.

Invariably you land on one meaningless thing <meaningless to the majority of the world if not the majority of your own employees> or you have a laundry list that the consultant writes on a board and says “okay, great day, you need to figure out which of these is most important to you.”

Note to self:

“gee. thanks. what makes you think we can resolve that 48 hours from now if we cannot now?”

What a bunch of wasted energy.

In my mind distinctness is the key … not uniqueness. Am I suggesting avoiding true product or service differentiation? Heck no. Go for it.

I am simply arguing that it is next to impossible in today’s environment to have a ‘unique.’

Ok. A sustainable one.

If people were honest they would agree that most ‘uniques’ in today’s world are short term and not sustainable <and some people just use lots of money to make short term look big>.

In service categories sustainable “uniqueness” is … well … pretty much impossible. Unique is very subjective here.

Thinking customer first or “we care” is certainly not unique nor what makes you different. That characteristic may represent something the company cares a lot about but most companies to one degree or another feature that characteristic.

In the end that means we are often talking about small degrees of separation which makes it difficult to discern the difference <or originality> to the majority. And the amount of energy we expend trying to justify and explain that this incredibly small difference translates into a significantly larger benefit … just isn’t worth the return on that investment <because that small degree of separation is lost to a competitor responder or thru consumer confusion on internet>.

Now.

What is sustainable? Character and personality.

That is certainly distinct. Could it end up looking close to someone else? Maybe <but I would argue 90% of the time the other guy will blink … and ultimately do something that will make people question their character>.

But … brand personality/character differentiation topic is another writing of mine.

Today is just a rant on uniqueness.

Moving on.

My go-to books when I am thinking about things are good ole Ralph Waldo Emerson & Montaigne Essays. I had to pull Montaigne off the shelf as I thought about originality & business’s unhealthy relationship with “unique.”

==================

“I have gathered a posy of other men’s flowers, and nothing but the thread that binds them is mine own.”

—-

Montaigne

===============

Of all social philosophers he seemed to delve into the difference between style & substance. His originality can actually be found in some fairly relentless honesty. A lesson in and of itself to any business seeking unique or ‘original’ claims.

——————–

We are all framed of flaps and patches, and of so shapeless and diverse a contexture, that every piece and every moment playeth his part.

——————-

“Que sais-je?”

“What do I know?” was what Montaigne consistently said … kind of a “what the hell do I really know?”

Which brings me back to uniqueness … or … let’s call it the illusion of uniqueness.

It seems like every person, and every business, is born with some innate insane focus on what I would consider a fairly nebulous concept of ‘original.’

I speak with a lot of business owners.

And I can often discern the best of the best of them just by listening and waiting to see if they use this one word <or the words surrounding this one word>:

Unique.

And when they do … well … I get a shiver down my back.

Ok.

I assume there actually has to be some unique products out there in this wide world of ours because over 500,000 patents are filed every year in the good ole USofA. Of course having this conversation with a patent owner is excruciatingly painful … they keep saying “I have a patent therefore it is unique” and you keep saying “yes, sure, and the unique benefit to the buyer is ???” you often find that this conversation is a deadly doom loop with no conclusion but frustration.

I imagine the real point is that everyone wants to be the best at whatever it is they elect to do the best.

Everyone would like to be the only ones who do what you do <assuming what you do is actually of some value to people>.

Everyone wants their business to be ‘unique’ in some form or fashion.

And, if you try hard enough, I imagine every business can be ‘unique’ at something.

But I also imagine if you try hard enough you can learn to dance on the head of a pin.

==============

“There lurks, perhaps, in every human heart a desire of distinction, which inclines every man first to hope, and then to believe, that Nature has given him something peculiar to himself.”

–

Samuel Johnson

=============

Regardless, the point of me writing this <other than ‘unique’ aggravates me> is that I believe somewhere along the way something got lost.

What do I mean?

Well.

Since the beginning of time <in marketingese> the concept of unique has been important but I believe it was Ted Bates who simplified <dumbed it down> for the rest of the world to grasp in a usable form by developing what he, and his advertising agency, called the USP <the unique selling proposition>.

Excellent idea.

Dumbed it down for anyone and everyone to use.

Unfortunately it has all gone wrong since then.

The concept was “unique proposition” not “unique” <all by itself>.

Their point was … well … just that simple … proposing to people some kind of proposition that was meaningful and seemingly unique <at minimum creating a perception of uniqueness>.

Ah.

Please note the nuance.

You need not actually be unique in actuality but rather you simply needed to be able to tell people you were unique in some form or fashion.

The concept implied how you told your proposition was as important as the product-service proposition itself. The brilliance in the concept is that it recognizes most products and services are not truly unique but that didn’t mean you could explain your product-service in a way that wasn’t unique <from a selling perspective>.

And here is where it all went awry … in our world of:

a lack of desire to use someone else’s idea, even if it is a great idea, and

the belief, the theory, we should be simplifying even the simplified <or even the most dumbed down> whereby we lose the nuance.

Ultimately … this translated into the ‘experts’ starting to focus solely on the ‘unique.’

I envision the conversation went something along these lines … “okay, let me simplify this because it is pretty simply … what makes you unique? Answer that and we can get started.”

Well.

Here is the deal.

A unique selling proposition is rarely a simple process or outcome. And discerning what is truly meaningfully unique is rarely simple.

The point?

There is a big difference between “what is your unique selling proposition?” and “what makes you unique?” Both can be valuable discussions … but they are not the same discussions.

I believe the problem is that somewhere along the way marketing, advertising, brand people forgot the nuanced selling proposition concept and simply focused on some <mostly> unattainable facet – unique.

And therein lies the bigger problem.

Identifying the false unique.

Because it is our inherent nature <at least in the business world> to find what you seek.

If I am told I must find something unique than, dammit, I am sure gonna find something unique … even if I have to quasi make it up.

However, fooling yourself does not mean fooling others <although it is a common trap> in fact consumers/buyers are rarely fooled … and if they are … just once.

Look.

I fully understand everyone wants to be the best at something <which is their uniqueness>.

I fully understand that there are truly some widgets with some meaningful describable benefits that are unique.

I fully understand that what most people are construing as ‘unique’ these days is meaningless drivel. At its worst it is simply mental masturbation.

And I fully understand that there are also a lot of missed opportunities for good meaningful “unique selling propositions’ floating out there in the business universe simply because many people just don’t have it on their radar as a meaningful objective.

And, yes, positioning <using words to create a perception of uniqueness> is valuable and an opportunity. And, no, this is not ‘lying’ to the public to create sales.

In fact … I would argue it is smart and a reflection of your only true competitive advantage … the ability to learn faster than your competition.

Why? Uniqueness is NEVER alone. Standing beside it … hugging it closely is someone called “Benefit.”

They are inextricably attached as companions for life. And as you learn more about what the buyer of your product really wants <that Benefit the person> your ‘uniqueness’ may actually change … radically or nominally … it doesn’t matter. It may change to meet the needs & wants of the buyer.

Let me close with this thought:

being the best, or the only one to do something, is irrelevant if it has no value or benefit to others

unique is rare and often fleeting

However, adaptable ‘best’ and adaptable ‘uniqueness’ is neither fleeting nor useless. And the key to those is to be to be the only fastest learner in your category.

Heck. If you do that you may actually not only have a unique selling proposition but a unique product/service to offer. It will certainly maintain some distinctness <if not relevance in the marketplace>.

Regardless.

Whenever unique or original comes up I try and convince every business to stop talking about that and, if they were smart, they would be mart about focusing on themselves … who they were and who they wanted to be.

Tough to do because it doesn’t exactly match up with the standard “this is how you are supposed to do it” management guides.

Anyway.

Maybe this is the most important point.

There are a lot, a shitload, of crazy smart business people out there.

But there are not a lot of crazy smart business people willing to do something crazy like ignore the business books “plan to success” blueprints.

Here is where I put my money.

The few.

Those crazy enough to not invest energy in ‘unique seeking’ or ‘false originality’ but rather let distinction and originality simply evolve from who they are, what they think and their vision of what they think they should be.

Crazy?

Probably.

But in a world where the majority of businesses, and new ideas, fail … maybe this isn’t a crazy a thought as it sounds.

I’ve always thought the most unforgivable is to have a gift and turn your back on it.”

=

Ruth Reichl

——-

I don’t know where I first saw this quote.

But I do know that I immediately it.

Here is what I think.

We are truly a forgiving society.

Yes.

Quick to blame and chastise.

But.

Just as quick to forgive <after bludgeoning you with some self-righteous indignation>.

But society does not even have an opportunity to forgive you <or bludgeon you> with this crime … because turning your back on a gift is actually an unseen crime <most of the time>.

Hmmmm.

This means you can commit this crime and never be punished.

Never be chastised.

And never have the opportunity to be forgiven.

What I mean is that even if society does notice … it may simply cast a glance at you wasting your gift and forgive you despite the fact you are actually cheating the world of your gift.

Ah … but yourself? The unforgivable crime is really to oneself.

I could list all the reasons why someone ignores their gift … some may seem silly .. and some may seem realer than anything in Life.

Let me be clear.

Having a gift does NOT mean that Life is any easier. In fact … it may make it tougher on occasion and you certainly would have to learn to say ‘fuck you’ to critics & doubters & … well … a shitload of people who do not have a gift.

Hell.

You even have to say ‘fuck you’ to even people who recognize you have a gift.

Having a gift can be construed as a burden because it comes with some pressure. Oddly I wrote about this burden & pressure aspect awhile back citing Andy Roddick of all people.

But.

The list of ‘why we ignore‘ doesn’t matter.

Good reasons or bad reasons … it is a crime to turn your back on your gift.

I am so unequivocal on this because while I do believe all of us have something to offer and all of us can contribute in some form or fashion in the world … not everyone has a gift.

Sorry to tell people that.

Some of us schmucks just muddle thru Life doing the best we can with what we have. We have no real gift or spectacular talent other than maybe being able to survive the grind successfully with character & a good moral compass <which ain’t bad by the way>.

But if you are one of the happy few who do have a gift … you can’t simply say “uhm, I would like to return this gift” … shit … you cannot even regift it.

Once you have a gift it is a non transferable non returnable gift exclusive to you.

Do not use? It never gets used.

Not using your gift isn’t sad … it isn’t disappointing … it is an unforgivable crime.

Ok. But why do most people ignore their gift?

I imagine is really is not fear … it is simply about waiting … until it is too late.

It’s kind of crazy, isn’t it?

We have a habit of believing a future moment will end up being more important than the present. We simply keep holding off for some better time or moment we are sure <see: imagine>will be better to display the gift we have.

—

“Most humans are never fully present in the now, because unconsciously they believe that the next moment must be more important than this one.

But then you miss your whole life, which is never not now.”

=

Eckhart Tolle

—

Anyway.

Whether it is natural to wait for a better moment … some ‘more important time to step up in the future‘ … suffice it to say that not using a gift you have in the here & now … this special talent give to you and only you … is not a waste … you are simply committing a crime in the here & now.

And that crime is truly unforgivable if you know you have this gift and simply ignore it.

Shit.

Just think about what I have written a little.

If you truly have a gift … ignore all the reasons to not use your gift.

I think we’ve entered a frenzied era of coffee-guzzling, e-mail-sending channel surfers who honk the nanosecond the light turns green and have the attention span of a flashbulb. If the first nine words of body copy aren’t “May we send you beer and money for free?” word 10 isn’t read.

Just my opinion, mind you. Raymond McKinney at The Martin Agency had it right when he wrote a line for those condensed-book study aids: “Cliff Notes. When you don’t have time to see the movie.”Yet when I write body copy, long or short, I work hard at making it as smart and persuasive and readable as I can. I suggest you do the same. Because a few people are going to read it. And the ones who do, you want. They’re interested. They’re peering in your shop window.

So as much as I hammer away on the importance of visual solutions, when you have to write, write smartly. With passion, intelligence, and honesty.

And when you’ve said what you need to say, stop.”

=============

Luke Sullivan

———————————–

So.

Attention span Part 2 is just a reminder that attention spans, short or long, are all about experiences and how all of us employ different attention strategies based on context <time & place>. Attention spans expand and contract depend upon context.

Ok.

To be clear. I believe <just my own personal ‘thing’> that the whole concept of short attention span is overrated.

In other words … it is ‘bunk’ <’bullshit’>.

Now.

What isn’t overrated is time management <or the fact we suck at it>. And the angst associated with managing time and your ‘to-do’ list and all the choices that constantly tug at you even when you know you are doing something you should be doing.

We are so stressed over time that we consciously, and subconsciously, employ different attention strategies to ‘maximize time’ <which is actually code for ‘maximize experience’>.

Uhm.

Ponder that <what I just wrote>.

I cannot tell you how often I have this discussion in business. People get so focused on ‘time’ and ‘if you don’t grab them immediately you will lose them’and all the they have actually lost sight that the real discussion should surround ‘maximizing experience.’ That the challenge is to engage … and offer experience <too often I find myself spending gobs of time simply on ‘engage’>.

Regardless.

Short satisfaction spans have been around forever. Let me remind people of 2 things <beyond MTV … which sometimes seems to bear the blame burden for indoctrinating a generation to short attention span viewing>:

– The Beatles

– Charles Dickens <or Edgar Allen Poe or O. Henry or Doyle>

<huh>

Beatles?

They became popular by mastering the art of the 2 minute pop song. Almost every song you like by the Beatles <before the white album> probably averages 2:20 in length.

Ok. Next <because I know you have a short attention span>.

Charles Dickens.

Serialized fiction.

Edgar Allen Poe?

Short stories.

How about Sir Arthur Conan Doyle <Sherlock Holmes>?

Short stories.

Short books.

Short attention span reading.

Short satisfaction experiences.

And even more relevant?

What Luke suggested in the opening quote … write smartly. With passion, intelligence, and honesty. And when you’ve said what you need to say, stop.

Regardless.

This whole attention to short attention spans doesn’t really have anything to do with an increasingly shorter attention span <because of technology or life or tv or The Beatles> but rather we people have always liked short experiences. Trendwatching calls this being a Transumer <and the corollary lifestyle called – Transumerism>. Being a transumer is all about experiencing things in short small doses. The whole idea is that the temporary, the transient, is increasingly being valued if not being sought out by people.

Why?

Well. Think about it. It makes sense. Mainly because everyday Life is typically about the grind. The routine. Getting up and doing what you need to do <in the home and in the business> and some consistency.

That consistency is tied to efficiency <which is aligned with the ‘grind’>.

Therefore the moments where we can quickly transition to a new experience and add a little color to an otherwise gray day have value. In fact … this sometimes means experiences have more value than ‘goods.’

This also means that many fixed items <or consistent experiences> run the risk of becoming synonymous with boredom, with hassle, with quickly-out-of-date, with maintenance, with taking up too large a part of budgets, if not lives … and most importantly … they become ‘gray’ <or even worse … associated with ‘the grind’>.

Look.

This is not about short attention spans … this is about short satisfaction spans. Which brings us back to the thought of Transumers. Because while we talk about short attention spans we are actually talking about people’s behavior.

People have always been driven by a desire for more experiences but it is possible <but not proven beyond hypothesis> it has become even more so in today’s world. And, frankly, experiences have always been about the unfixed … the moving and changing instead of the fixed. It is about satisfaction & variety <I hesitated to use ‘entertainment’ because that gets misused far too often.

It is about discovery. It is about fighting boredom and in many ways … building a more transient lifestyle experience <breaking out of the gray and the grind>.

Now.

It is a proven researched fact that many people are freeing themselves from the hassles of permanent ownership and possessions <see the decline in home ownership and cars among younger generations>. Much of the past ‘fixed’ is being replaced by an obsession with the here and now, an ever shorter satisfaction span <not shorter attention span> and an almost lust-like behavior to collect as many experiences and stories as possible.

Trendwatching also suggests this is the rise of what they call ‘the UNFIXED.’ Where change, things that are not ‘fixed’, actually has value <overlaid on top of consistency … just to be clear>.

And if experiences have such a high value that suggests ‘using’ is better than owning.

Some trendwatching thoughts along these lines:

– Owning often means hassle.

The more stuff you permanently own, the more you have to worry about: repairs, going out of style, theft and so on. And owning often also means having to sink a large part of one’s budget into one object, which impedes spending on multiple experiences.

– To many consumers, to be untied, UNFIXED, leading an on-the-go lifestyle, means freedom to explore, to discover.

More practical: freedom to travel wherever, whenever, and for some, even the freedom to work wherever, whenever.

– As always, the well-off were trend setters: “Luxury consumers are spending more, in many cases lots more, on life-changing experiences, while their need for luxury goods is waning. Spending on luxury experiences in the US, including travel, dining, entertainment, spas and beauty services and home services, has nearly doubled over the past 5 or 6 years.”

– As an increasing number of specialized, no-frills companies now cater to less well-off UNFIXED consumers, an affordable ‘on-the-go’ life is now possible, too.

– A global C2C <consumer to consumer> infrastructure is in place, from eBay to classifieds, enabling <and even encouraging> UNFIXED consumers to quickly dispose of what’s no longer needed.

– The online world offers the ultimate in UNFIXED living.

The more time is spent online, the less need there is for fixed, hardly ever used physical goods.

– Another aspect of UNFIXED: some positive side-effects for the environment?

More services and less goods, more shared ownership.

Anyway. Oddly. This also creates opportunities for the ‘fixed.’ As in fixed space stores & locations. It certainly creates opportunity for retail branding <without reconfiguring store>.

I know that I have personally made this presentation to a number of retail chains <grocery stores, hardware, etc.>.

– Provide multiple experiences:

You can do this simply by floor decals, color changes in different departments, etc. As shoppers shift from one location to another within a store give them an opportunity to experience something different.

– Status conscious opportunities:

Everyone prefers buying a brand versus a private label. Call it ‘climbing the ladder’ or simply being a status-conscious consumer. Retailers have the opportunity to access fractional ownership of status because it’s the only way for a consumer to be able to flaunt <both established and new> status symbols. Weekly or daily deals offer ‘experiential surprises’ which provide a little color to a typically gray experience.

Anyway.

The last aspect of a Transumer is something called a ‘SNACK CULTURE perspective.’ This is kind of represents a version of what appears to be an insatiable craving for instant gratification. A snack culture world is where products, services and experiences become more temporary and transient. And products are deconstructed in easier to digest, easier to afford bits, making it possible to collect even more experiences, as often as possible, in an even shorter timeframe.

Please note.

This is not shorter attention spans. This is about being empowered to choose satisfaction in the size you want in context of where you are and how much time you have. We are becoming more accustomed to consuming large amounts of snack sized content <rather than the longer-form stuff of traditional media>.

<note: there is an interesting contradiction here in that we consume large amounts – sometimes even larger than we did before – but in smaller sizes>.

“Music, television, games, movies, fashion: We now devour our pop culture the same way we enjoy candy and chips—in conveniently packaged bite-size nuggets made to be munched easily with increased frequency and maximum speed. Today, media snacking is a way of life. In the morning, we check news and tap out emails on our laptops. At work, we graze all day on videos and blogs. Back home, the giant HDTV is for 10-course feasting – say, an entire season of 24. In between are the morsels that fill those whenever minutes, as your mobile phone carrier calls them: a 30-second game on your Nintendo DS, a 60-second webisode on your cell, a three-minute podcast on your MP3 player. Like Homer Simpson at the all-you-can-eat seafood buffet, we are capable of devouring whatever is in front of us—down to the plastic crustaceans—and still go fishing for Colbert clips at 3 am.

Wired Magazine

In the end?

This really isn’t about diminished attention spans. The fact is we are all transumers <on a spectrum of snack sized consumption>.

All of us.

Kids and adults.

We are a breed of consumer hungry for constant visual and auditory gratification. In fact … our transumer like mentality transforms us into ‘constantly moving happiness machines.’

So.

If we want to wag our finger at the ‘short attention span’ youth … we may want to look in the mirror first. Because we humans initially learn by imitation. That’s how we’re wired.

And that means we adults are wiring up our kids:

—————————

Andrew Meltzoff and Patricia Kuhl, professors at the University of Washington I-LABS, show videos of babies at 42 minutes old, imitating adults. The adult sticks his tongue out. The baby sticks his tongue out, mirroring the adult’s behavior. Children are also cued by where a parent focuses attention. The child’s gaze follows the mother’s gaze. Not long ago, I had brunch with friends who are doctors, and both of them were on call. They were constantly pulling out their smartphones. The focus of their 1-year-old turned to the smartphone: Mommy’s got it, Daddy’s got it. I want it.

We may think that kids have a natural fascination with phones.

Really, children have a fascination with whatever Mom and Dad find fascinating. If they are fascinated by the flowers coming up in the yard, that’s what the children are going to find fascinating. And if Mom and Dad can’t put down the device with the screen, the child is going to think, That’s where it’s all at, that’s where I need to be.

———————-

Regardless.

We have always had short attention spans … because we all have short satisfaction spans. This doesn’t mean exclusively short … of both … <and we would be foolish to believe ‘short’ is all that matters> … but day in and day out short is good to us. And I don’t mean short attention spans.

I mean short satisfying experiences.

In the end?

Let’s stop all this endless blathering about the ‘short attention span crisis.’ Focus on offering great experiences. If you do it right … the payoff for getting someone to pay attention is … well … what Hollywood says … “Movies are all about their last twenty minutes.”

You get to close the deal on whatever it is you want to close the deal on.

Sell something.

Communicate an opinion.

Share a new thought.

Change attitudes if you do it really well.

Teach the young something.

Tell someone something meaningful.

It doesn’t matter.

If you get their attention you get to say something.

And isn’t that what really matters? Being heard when you have something important to say?

“… transumers are hyper-consumers driven by experiences. the fixed is replaced by an obsession with the here and now, an ever-shorter satisfaction span, and a lust to collect as many experiences as possible.”

======

trendwatching.com

————————-

So.

This is about young people. And how there is a hurricane of older people opinions swirling around an odd <absurd> belief that the young are distracted from Life <or at least living it the way we want them to live it> because they are living a Life of distraction because of too much stimuli.

In addition this is about how so many people are expressing concern over ‘an increase in decreased attention span’ <how is that for a contradiction … or is that a paradox?>.

This also how older people pull this out of their personal bitch bag ad nausea when bitching about today’s youth.

But … in the end … this is really about everyone’s attention span and how everyone talks about ‘short attention spans’ these days.

Here is my contrarian point of view <albeit supported by some research>. All this crap about short attention spans and grabbing people’s attention in soundbites is … well … crap. Yeah. It is bullshit. Our attention spans are no shorter, nor any longer, then they were before … and I mean that in terms of this generation as well as all generations prior.

I feel pretty confident saying this for a couple of reasons:

– there is no scientific evidence that the human brain is now being rewired for only short bursts of stimuli <although I have written about how the notification a cell phone actually gives you a shot of an adrenaline like hormone in response which can be addictive … but that is different than short attention span>

– I believe people confuse the issue. Attention spans are always really about ‘the experience.’ Or satisfaction of experience <regardless of whether it is 5 seconds or 5 hours>.

Regardless. Let me go back to point one <before I receive a slew of emails>.

<side note: and this is where media fucks us all as they create headlines like ‘attention spans decrease!’ to imply a crisis or massive shift … when we are speaking of 3 seconds>

Anyway.

I do go a little nuts when I read things like this … ‘according to data from Assisted Living Today, social media has shortened our attention span from 12 minutes, 20 years ago, to 5 seconds long in the present day and age. ‘

And they are nuts.

Or when I read things like this:

——————–

With the constant barrage of text messages, status alerts, news updates and video montages, it’s no wonder why the attention spans of those connected are waning. Our minds are constantly being interrupted while we multitask at work, at home or even in the car. In fact, I bet you have a hard time remembering the last time you were sitting idle and didn’t reach for your smart phone to check email, scores, or browse the latest tweets made by your favorite celeb just to fill the void.

And why wouldn’t you?

—————————–

Look.

Some people suggest that the internet is designed to distract. It is not. It is designed to engage and inform <whether it be useless or useful engagement and informing>. There is certainly not enough hours in the day to keep up with all the new content but that simply means we are learning a new way to filter what is important and what isn’t.

By the way.

That is not a lack of attention span. It is, in fact, an enhanced focus.

In fact the young have an innate ability to focus faster than old folk. But <once again>. That is not shorter attention span … that is improved focus ability.

That said.

It seems to me … we should care less if our attention span is decreasing or increasing.

It seems to me … we should be caring what people are DOING within the attention they are giving.

And it seems to me … I could create a fantastic argument that as attention spans may decrease <or is it that information provided is in a decreased size format?> we older folk suck at being able to ‘do’ within the more confined attention space and that the young excel at managing thought activity within a shorter span of time.

It also drives me a little nuts when I read things like sensational book titles suggesting ‘shallow thinking’ like “The Shallows: How the Internet is Changing the Way We Think, Read and Remember” by this guy Nicholas Carr who suggests that certain brain cells are neglected if we don’t use focused thinking. He also suggests a ‘use it or lose it’ thought with regard to these brain cells in that ultimately those pathways will fall apart.

Holy shit.

This guy is even more nuts.

Well.

He is correct in that the internet is changing how we think and remember. But that isn’t bad. It is just different. And once again … this is NOT shorter attention span <I would even argue it isn’t even ‘shallower’ > but rather a more efficient attention span — a hyperized attention. An ability to quickly focus and derive joy of the experience <no matter how long that experience is>.

Me?

I call this ‘focus to joy’ aspect … the ‘relax space’ … or the time your brain rests for a bit amongst all the other stimuli and experiences some pleasure. By the way … it is irrelevant if this ‘space’ is seconds or minutes or hours … it is more about the pleasure derived <in other words … I think it is silly if not absurd to suggest ‘more relax time’ means ‘more pleasure’ for everyone … everyone has their own ‘pleasure-meter’ to be met>.

That said.

People make a lot of noise about short attention spans and about the ‘flurry of choices in a fragmented world’ where people <and apparently their brains> are just skipping over the surface with wanton disregard for repercussions and learning.

Well.

That is another thought that seems kind of silly to me. Why? C’mon. We all still enjoy experiences. We still enjoy being stimulated <in any way you want to define it>.

Some in short doses.

Some in longer doses.

We invest time when interested. We invest time when we believe the experience will have value. But, once again, that isn’t about short attention spans … it is about experiencing experiences.

It’s about processing information.

——–

“Children from like 8 and even up to the college age – Spider-Man appeals to a fairly broad demographic but, like I said, a mean age probably of 12 is a good mark – they process information so quickly and it’s not because of attention deficit or short attention span.”

Thomas Haden Church

——–

And we ‘right size’ our attention depending on what it is we have to do … and what we actually want to experience. This one researcher calls it ‘different attention strategies for different contexts’:

———————-

Linda Stone worked on emerging technologies at Apple and then Microsoft Research in the 1980s and ’90s. Fifteen years ago, she coined the term continuous partial attention to describe the modern predicament of being constantly attuned to everything without fully concentrating on anything. We need different attention strategies in different contexts. The way you use your attention when you’re writing a story may vary from the way you use your attention when you’re driving a car, serving a meal to dinner guests, making love, or riding a bicycle. The important thing for us as humans is to have the capacity to tap the attention strategy that will best serve us in any given moment.

————————-

As humans, that includes kids, we right size our attention based on context … in other words … we right size based on perceived importance and perceived experience. And, once again, there is no scientific proof that attention span has decreased beyond the few seconds increments noted above.

Temple University Neurorecognition is the only place I believe who is conducting a research study on the theory that attention span has been decreasing.

– In recent years, the media has been pushing the idea that the attention span of students has been declining generation by generation. The media blames television programs and fast-action video games for this decline.

Does the decline exist and is this what people really think?

If so, what are the actual reasons for decline?

What can be done to remedy the situation?

The attention study will look at perceptions of attention, attention spans in students, and possible reasons for changes in attention capacity to explore this “hot” area.

———————

The answer? They have no correlated data to date.

Next.

The only semi-credible person who has logically addressed the speculation of a shorter attention span crisis, Marilee Sprenger, loses credibility because she often refers to the myth of right brain/left brain <because remember … we actually use our whole brain>. She often discusses some of her logic of ‘brain based teaching’ and ‘dealing with what is obvious as shorter attention spans in today’s children’ <her words>.

Hold on.

It is not so obvious.

This is subjectively making a perception a reality without objective truth <research>. In other words … this is anecdotal … or worse? … making shit up. I say that and think I would like to note that children have always had short attention spans <so content or technology is not creating short attention spans>.

It is their brain and the way it is built.

We had the same brain when we were growing up. And we, most of us, had attention span of gnats.

With that in mind … if we are truly honest … content providers have simply begun developing systems and experiential modes of communication that are better received by a young brain.

As for the digital world and technology … is there too much information or too many distractions? Gosh. I don’t think so.

It is what it is. And frankly it offers the opportunity – if the opportunity is maximized – to better educate and inculcate knowledge <and learning> than ever before.

In fact … to be a real contrarian … I wouldn’t take cell phones out of the classroom. I would learn to teach with them present. Isn’t that real world? Isn’t that an opportunity to teach focus within a sometimes sensory overload world?

Anyway.

Information/content is being developed in a better fashion to be absorbed by the young brain. Just as in the past … education’s challenge remains getting a kid to slow down long enough to think and absorb. But attention span in young will always be gnatlike. And attention span will always be driven by experience.

Therefore.

Are we confusing attention span with gratification?

Because instant gratification is not solely a youth characteristic. Everyone today seems a little less tenacious with regard to seeking out truth or maybe it is that we are all a little less patient with an ‘experience’ right in front of us.

Anyway.

Age aside.

Attention span is driven by a brain fueled by the need to encounter something new and different. Novelty is, and always has been, important to us. This is one reason why the technological revolution continues to engage the young and many of us.

I sat down to write this to partially defend our youth and partially to address the myth of shorter attention spans as a crisis.

In the end <part 1>?

Boy.

If you want this generation to get steamed go on any young person web portal and post your question and concerns on any ‘short attention span’ issues. You will have more young people coming out of the woodwork than you will know what to do with.

We are losing sight of the issue.

Once again.

We should care less if attention span is decreasing or increasing for that matter. We should be caring what people are DOING within the attention they are giving. I could create a fantastic argument that as attention spans may decrease we older folk suck at being able to ‘do’ within the more confined attention space and that the young excel at managing thought activity within a shorter span of time.

In the end <part 2>?

We are all Transumers <see attention span part 2>. We all seek enjoyment in transient experiences.

Kids and adults.

We are a new breed of people hungry for constant visual and auditory gratification.

We seem to be unable to remain motionless for longer than 60 seconds and we are ‘constantly moving happiness searching machines.’

This question kept being put to Marian Salzman, the boss of Havas PR, by her older workers in the days after the firm launched its latest recruitment advertisement. Featuring eager young things using snazzy mobile devices, the ad highlights the company’s lack of hierarchy, and how recruits can choose their own work and talk back to their bosses, as they begin their “personal development journey”.

Although huge numbers of young people today are starting their working lives in one of the least welcoming labour markets in modern history, those with the right skills have never had it so good.

Employers have become convinced that they are at the start of a period of famine, and that the best talent has to be won at almost all costs.”

–

Winning the generation Game article from the 9/28 Economist

=============

Well.

This article from The Economist really got me steaming.

It almost made my head spin counterclockwise.

This kind of thinking drives me frickin’ crazy.

To be clear. It is not the part about discussing the challenges of managing generations with significantly different expectations in the work place <because … despite all the rhetoric … has always been existent in the workplace in some degree>. That is always a good pragmatic organizational discussion.

But there is this whole idea of pandering and <in my terms> ‘winning new employees at all costs’ using … well … what I would call ‘features’ that is nuts. Absolutely frickin’ nuts.

Features?

In other words … selling to young people on why they should be working some place not based on what company does but rather what the company will do for them or give to them.

Holy shit.

Is that ass backwards or what?

We cannot be this stupid <business leadership wise>.

Can we?

Approaching this topic this way is like suggesting you can build a loyal customer base off of coupons or promotions <… oh … you cannot>.

That kind of approach is simply encouraging an addictive relationship in which as soon as you stop the drug <the coupons or price-off promotions … or in an organizational case … the features in the work place> the people will seek the drug elsewhere.

By the way … if you are running a business … this is bad.

This whole issue seems absurd to me.

We have lost sight of what a business is supposed to be.

Attracting young talent … shit … any talent … isn’t about ‘features’ and free cell phones and working from home or even money <insert some exclamation points here> or even ‘personal development journey’ … it is about leadership and purpose and sense of belonging <with a business purpose in mind>.

And when I say purpose I don’t mean some altruistic vision <although it certainly is not a bad thing> but rather ‘doing something’ type stuff … stuff that is exciting, useful, adventuresome, different, powerful, etc.

Anyway.

It’s almost like everyone has forgotten in all this discussion about different generations’ and their likes & dislikes in the work place … is that people, yes, even employees <of all ages> like to be led.

Not always told what to do and how to do it … but led. Think ‘look at the compass and let’s go’ type leading.

Alrighty then.

So then let’s talk about leaders and leadership and character and managing the younger generation in business.

Whew. This one is a humdinger these days. This elephant isn’t even invisible and it gets ignored. In fact, many leaders just stare at the elephant and shake their head and go “oh well, there’s that damn elephant but there’s nothing I can do about it.”

It’s crazy. I have written about this before and, yes, I am going to generalize … but … this doesn’t have anything to do with “this generation’s work ethic” or “young kids just don’t have the same attitude as we did” (gosh, anyone reading that I would hope would feel old if they know they have said it themselves) … this is about leadership.

It’s not about being cool or wearing flip flops to work to show you ‘relate’ to the generation.

In fact, dear leader, they don’t want you to relate … they want you to lead.

A leader doesn’t have to be a ‘giant’ like I have written about before but they have to be a leader. Employees don’t have to like you (although it helps) they have to respect you. And that crosses any generation at any time with any age employee. Being a leader (and however that particular leader utilizes leadership-like charisma) will overcome 90+% generational issues (flip flops in the office should take care of the rest).

—————

Look.

This whole generations in the workplace topic is misguided because it is actually avoiding the key topic businesses should be talking about.

Who is leading the damn company?

In other words … what has happened to leadership?

Now.

Not everyone can lead.

And not everyone in a leader position is actually a good leader.

Great leadership is inspired by great ideas and great beliefs and a great vision and the ability to make mistakes with nerves of steel … and deal with those mistakes in a way that the organization doesn’t lose its overall ‘hope.’

What does that all really define <albeit you will not see it in any dictionary>?

Strength of character.

They may not be the smartest.

They may have charisma and they may not.

They may not be the best at any responsibility they have had up until that point <functionally>.

But they know how to lead.

And people follow … not blindly <just to be clear> … but because out of respect and trust for their long term hopes.

<note: because I had a fabulous discussion on the significant difference between ‘following and being led’ – of which I believe there is a massive difference between the two – I will offer a follow up post on this topic>

These leaders don’t give ‘features’ to entice employees and they don’t talk about flexible work hours … they give words and inspiration and direction and hope.

Good ole Napoleon who, for all his egotistical warts, knew something about leadership said … we are dealers in hope.

By the way.

Hope is not a feature <not even really sure it is a benefit>.

Anyway.

Because I have always wished I could be a great leader I am always watching out for leadership type thinking and words … and I have kept this speech in my files for decades.

———

– “A Company of Adventurers”

“There had to be something special about this enterprise to attract the talented and venturesome people who have come together to exercise their considerable talents and to derive from it the things that make for full and satisfying life.

When I talk of this company, I am not thinking just of a legal or business entity. I am using the word in the older sense, as in a company of scholars, as a company of adventurers, or a company of voyagers. I think our companionship partakes of all these things.

Our relationships are subtle and highly sensitive relationships ….

Our job must be to share authority without losing it …

The whole staff must have a proprietary feeling about the company’s work.

We are a permanently dissatisfied company and so far as I can see, we shall not run out of things to be dissatisfied about. I think our work, in most instances, is the best of its kind in the world – and yet not good enough. Not as good as it is going to be. There has not been and there should never be a year when it is not better than the year before.

Our audience is getting more demanding all the time – it is not a question of talking down to them. The problem, the opportunity, is to talk far enough up to them.

We must be dynamic for purposes bigger than ourselves. “

Author: Sam Meek, ex – CEO of J. Walter Thompson – delivered in 1965.

———–

Well.

That, my friends, is someone to follow.

I would trust my future and ‘personal development journey’ to this guy. I don’t know him and I imagine I may not even like him if I met him <he sounds like a ball buster who is never satisfied> but I don’t have to like him … I just need to follow his damn ass toward another frickin’ adventure.

C’mon.

‘Be dynamic for purposes bigger than ourselves’?

Sign me up.

I will even pay for my own cell phone and I will come into the office and not work remotely.

This is character driven leadership. Not ‘feature-driven’ leadership.

Now.

Please note.

This leader may not always be always popular <or well liked> mainly because they don’t fear telling people that they are wrong <because they are influencing the organization through a set belief/attitude structure>.

This type of leader influences throughout the organization like a pebble in the middle of a pond with their philosophy and beliefs and hope … as guidance for ideas and purpose.

A character driven leader tends to be respected <but … and noted earlier … not always liked>.

A character driven leader works towards what is “right” <not what will make people happy> and the benefit of the organization & people rather than acting in order to be recognized.

A character driven leader empowers responsibilities that enhance the people and the organization <and often will be almost invisible in the success … unless they also combine charisma with character>.

Bottom line.

The best leaders don’t just lead.

They have character.

They recognize that business is about dollars and cents <in that if you don’t generate enough dollars and cents you have no business> but they also recognize that dollars and cents isn’t why they themselves come into the office day in and day out … and that their organization doesn’t really want to come into the office day in and day out for that.

Frankly … these types of leaders know that ‘features’ and ‘money’ is a house of cards from which to build an organization.

By the way … that is a Business Truth regardless of an employee’s age, experience or generational attitude.

Now.

Hope is a tricky thing … particularly in an uneven seemingly semi-chaotic world.

Therefore part of a leader’s burden is giving hope in the face of fear.

And a substantial portion of the burden is while the vision and hope and desire he/she is offering is somewhere over the horizon … many of the organization are worried about ‘hope today.’ Fear is shoved splinter by splinter into the hand offering long term hope.

A great leader absorbs the daily pain, removes splinters and keeps everyone moving toward the horizon.

And maybe most difficult? Encouraging action when there is a temptation to freeze … and there is a temptation to doubt … and <sometime even worse> a temptation to second guess..

I could say this about everyone … but suffice it to say … young people want someone to ‘show the way’ or at least show ‘what could be.’

And be believable.

By the way <once again> … nowhere in all of that … even if I squint between the lines … do I see any pandering or features or free smartphone giveaways … all I see is some tough love and hope.

Oh.

And leadership.

I am not suggesting this is the easy way.

In fact … offering ‘choose your own work’ or ‘lack of hierarchy’ or any of those things – which possibly compromise a good efficient and effective organization – is actually much much <insert many more ‘muches’ here> easier.

But you know what?

The heights of leadership is rare air coupled with a burden of many aspects.

The greatest accept the burden.

And by the ‘greatest’ I not only mean the individual as a leader … but an organization … a business … as a leader.

So, please <said with dripping sarcasm>, stop with the ‘doing whatever it takes to get the young people into your organization’ tripe.

So, please <said with dripping sarcasm>, stop overstating the generational issues in the workplace and get on with leading.

Because, frankly, any leader bitching about ‘behavior in the workplace’ when referring to emailing or using smartphones in the office or any of those types of things needs to get their head out of their proverbial ass and just frickin’ lead.

In the end.

All my ranting aside.

Business is pretty simple.

People working toward a common business purpose – who are well led – are focused, passionate <when needed> and pragmatic <see ‘working hard’> when it is called for and they get good shit done.

Now there is a vision … ‘getting good shit done.’

I could start a company with that vision alone … keep my head in the game as a leader focused solely on that in guiding a business … and I gotta tell ya.

People would line up to join. Young, middle aged and old.

Why?

Well my friends.

That is called a “tangible display of hope.’

What do I mean?

– 1. I hope I can be dynamic beyond my own purpose.

– 2. How will I do that?

– 3. By getting good shit done.

Anyway.

“Choose their own work and talk back to bosses”????? … please … someone just frickin’ lead.

Because of the business I am in (marketing advertising business consulting) I am constantly inundated with the buzzwords associated with the “new and unique” … and all the pontificators who spout them … and how people are constantly suggesting the world is changing – like it has never changed before.

Second.

Because of the age I am at …. I am constantly inundated with how people of my generation suggest <state> how today is more difficult for people than ever before.

I admit.

I kind of chuckle when I hear all this.

I often seem to create a maelstrom of conversational misery when I state things like “change is the constant companion of every generation” … or say something like “it isn’t any more difficult for this generation it is just different.”

Frankly.

Most people my age think I am nuts when I say it.

Shit.

Most people any age.

Or think I am out of touch with what is happening around us.

Ok.

If I were sensitive, I would care.

Or more likely I would care if I didn’t find quotes like this.

“… my spirit is also cheered by the obvious tendencies of the age in which we live. No nation can now shut itself from the surrounding world and trot around the same old path of its fathers. A change has come over the affairs of mankind. … intelligence is penetrating the darkest corners of the globe.”

This sure sounds like something you may have heard on CNN or BBC from someone talking about what is happening in the Middle East or Russia.

Or maybe on CSPAN talking about the shifting global economy.

But.

Think 1850 (or abouts).

Think Frederick Douglas in a speech in NYC.

Think about the fact that each generation has faced some radical change and thought process and attitude.

Yup.

The more things change the more they stay the same.

What also stays the same?

Each generation gets “left behind” as another races toward what will be.

And there is friction between generations. It is friction created because the generation always being left behind is the older one.

The one that is supposed to be smarter.

The one that is supposed to know the best.

Well.

Is this a generalization? Sure. But the truth? Mostly.

Pieces or parts smarter and know the best? Yes. Sure.

On the whole? Nope.

Ok.

To be fair. A minority of those being left behind actually enjoy the ride. They empower the youth. Fuel it. Guide it. Not restrict it. Those few get to enjoy a longer thrill ride.

But they are few.

On the whole the majority of the older generation holds on for dear life <a stranglehold in fact> to what they know and makes them comfortable. And it would possibly be okay of they did that and remained silent … but instead they complain about what is lost within the following generations and try and slow change.

It is too bad.

For by focusing on what is lost they neglect to have the amazing opportunity to see what is gained.

But.

Regardless.

In the end.

Change comes upon us whether we want it or not. As Frederick Douglas said in 1850 … ‘you cannot ignore the intellect of the world.’

True in 1850.

True in 2012.

True in 2172.

Ok.

Moving on to business.

Yup.

A comment on the business aspect of this thought (older generations holding on to older thoughts).

This is the craziest aspect.

Big business is always (ALWAYS) slow to change. It is part of their personal survival-thinking DNA.

But its actually death-thinking DNA.

Creative Destruction is all about the small (entrepreneurs) disrupting and destroying the status quo and that of ‘the big’ and through the destruction they begin recreating what is right and good for the economy.

So.

After reading that you may think “old” entrepreneurs would be part of the minority “happy few change agents.” (the few who recognize that the more things change the more they stay the same)

Well.

Nope.

Most typically they are actually the worst ‘non-change’ offenders.

Yes. All generations exhibit more conservative less risky behavior as they age.

But. Successful entrepreneurs, turned successful independent business owners, seem to most often exhibit this conservative (on steroids) behavior. My guess it is driven mostly by fear of losing what they gained (by the way … thinking this way isn’t exactly a stupendous growth strategy nor a healthy business environment if you want to have millennials as employees). But I also believe there is an aspect of refusal to let go of things that brought them that success.

It is slightly strange … but that which made them successful … they now disregard, and have discarded, under the guise of “maturity” or ‘mature businesses need to be managed differently than growth businesses’.

Oh.

And it is all compounded by their belief that past failed attempts should be avoided (even if someone has a thought on how that “failed” scenario could be viewed differently and therefore maybe the learning from that experience may have been flawed).

Now. I am not suggesting all past experience should be ignored. Or that successful entrepreneurs need to completely relive their aggressive risk (but smart) behavior that carved out their success.

But older business owners need to let go of some ‘beliefs.’ Not because they are wrong but rather because they are wrong ‘now.’

In addition sometimes new people provide new perspective on their growth (success & failures) experience. The new people possibly have just seen “from the other side” and discern different learnings.

It is fresh perspective.

And most independent business people lose perspective as time goes on …. because they have cocooned themselves within their successful behavior <and their successes>.

Regardless. This rant post all comes down to several overarching thoughts.

Each generation faces radical adversity.

Each generation facilitates extraordinary change (beneficial as a whole).

Each older generation is extraordinarily reluctant to release that which is comfortable to them (and what they “know” … or believe to know).

And, lastly.

We older folk, manager types, should reflect upon this.

Why?

Because we are managers. And we are managers of those who will beget what will be better than what we have done or created. That doesn’t diminish what we have done. And we should embrace the fact we have created an environment for others to go farther than we were able to go.

We wonder why managing young people (call them millennials if you would like) is so difficult?

Well.

It is because we are holding them back (in general). It’s like trying to tame mustangs in the Wild West. Except we, unlike the savvy old cowboys, don’t reflect on the beauty of the wildness of the mustang as we try and tame them.

We simply see the wild untamedness and believe it is a shame they are so wild.

Older managers, to be successful, need to admire the beauty of the untamed. And not seek to break the mustangs but rather guide their energy to enable them to take the herd to the heights it deserves.

This is a simple idea in concept but fraught with peril in implementation.

The concept.

If your reason for being is big enough you will get noticed.

I will state the obvious behind this thought just to get it out of the way.

If your reason for being is big enough there is …

– no need to stand in the middle of a room and shout for attention.

– no need to do cartwheels in the middle of a mall.

– no need to run naked in the middle of a soccer match (thank god).

– no need to wear a clown suit (unless you are a clown for a living).

And best of all …

– no need for a dozen jelly donuts (or bagels) or any food bribery when you go to meetings.

If all that interests you then keep reading.

Let me begin by defining ‘reason for being.’

I mean what you stand for and what you say and what you do day in and day out.

I mean what you want to be seen as and ultimately known for (not something tangible … something intangible).

And while this could be about companies and business (and I may try a word replace just to see if that is true) I am gonna keep this one focused on you and I and us (as individuals).

Ok.

Whether we admit it or not we all want to be noticed.

We don’t want to be overlooked or underappreciated (for either a talent or just as a person).

That is normal. And has nothing to do with ego or ‘humbleness’ or any of that type of stuff.

This is just good ole self esteem and such. This is just about receiving some confirmation that your existence matters (in normal words … ‘you matter’) and some positive reinforcement for self being.

And I decided to write about this not only because I hate (abhor) the things on the ‘no need’ list I typed but I also believe getting noticed is one of the biggest challenges people face.

It is a fact that not being noticed is an obstacle to a lot of things that truly matter.

It makes it harder to communicate what you want to say.

It makes it more difficult to make an impact.

And it makes it nearly impossible to change the world (change meaning small, medium, large or extra large in impact).

I say this to make the point that getting noticed does matter.

And it matters a shitload.

And, once again, getting noticed (in the right way) has never been about being outrageous.

Getting noticed, like any other incredibly difficult challenge, is all about who you are.

It’s about your attitude.

It’s about becoming some color when everything else is black & white.

Its about finding your own way of being distinct.

And mostly it is about finding out what you are good at and being comfortable with who you are as a person.

And if you do all of that … people will naturally gravitate to you (the corollary to that is if people do not gravitate to you then rather than bitch about why they don’t maybe you should begin to reflect upon yourself first).

So.

Some thoughts about being comfortable with who you are (the core to being distinct individually and ultimately noticed the ‘right way’):

– Be comfortable doing what everyone else thinks is wrong.

Now. I don’t mean all of the time. I simply mean on things that matter. Why? Because accomplishing anything that truly matters starts with the belief that you may have to be different … and its okay to be different. Oh. And not just “shades of gray” different.

You have to be completely different.

Yup.

Sometimes for people to know that something new is occurring (and want to be involved) you have to commit as a person to capture the essence of the ‘difference’ in what you say and how you present yourself. Oh. And “new” most often comes to life by having the ability to point out things that make people feel uncomfortable (because you are debating the status quo).

In the business world this is called ‘disruption.’ BUT. At its core disruption only is effective if it is relevant.

Being different for different sake is wrong. That is making an empty statement. Be comfortable in insightful relevant disruption.

And it is easy to overlook the important things because … well … it is easier to focus on the ridiculous (and it is ridiculous).

If you want to change the conversation and get people talking with you (as well as about you), start talking about all this ridiculous stuff. Spend the time to create intellectual arguments that get people thinking.

Next.

– Understand effort matters.

Oh. And, in particular, effort for the moments that really matter … well … really matter.

Get it in your head now (no ifs, and or buts) that there are truly no easy get rich schemes. Believe it deep in your soul. Etch it somewhere on your body if you have to. One of the most debilitating things that can happen is a choice to make personal investments in shortcuts.

No shortcut can replace effort. The same thing applies to vision and how you manage details. There is nothing to do but “DO”. That’s the attitude that you need to have. And if by expending massive amounts of effort on things that matter you happen to gain success, then absolutely enjoy it. You will get noticed for the effort on what matters.

Is this true all the time? Nope.

But consistency wins this particular game. You will be tempted by the short cuts (we all are) but deliver the effort on the things that truly matter on a consistent basis and you will get noticed. I guarantee it. And you will be noticed for the right reasons.

Next (and last).

– embrace (some) vulnerability.

This is the last one and the most difficult one.

Maybe I could have just written, “be human” but vulnerability is a much more powerful concept. And it takes some real kahones to embrace this one.

Why is this important to getting noticed? Well. People are flawed. And people like people who are flawed. Perfection scares people. And, honestly, no one is perfect.

We all have things that impact us so emotionally they, well, bring us to tears. And those are things that you need to be talking about. You need to be passionate. You need to show you actually care about something. Care so much that you are open to getting hurt. Care so much you become vulnerable in some way. It shows that you live your life, willing to get hurt on things that matter, and are honest about what matters most to you.

So.

In the end?

It all starts with you.

If your reason is big enough, your cause worth it enough, being noticed will be the least of your worries.